This email cost me 200 pennies

I’m waaaaay too soft on my kids, but even so…

I still gave my daughter her money back.

While out in town for the first time since this whole “thing”, we indulged in our family’s favourite hobby – rummaging through charity shop tat.

It was there our youngest bagged a children’s/beginner’s knitting set for a couple of quid.

“Easy to follow instructions”, the box said.

“Fun for kids”, they promised.

“Lying bastards”… they turned out to be.

When my daughter showed me the “easy to follow” instructions, I thought she’d picked up “Alan Turing’s Guide To Cryptography” by mistake:

“W1, S3, F3”

This was more like a Battleship strategy guide than a kid’s knitting book.

I had a quiet word with my missus…

“Poor thing’s heartbroken. I want to give her the £2 back…”

“I respect your decision as a man and this level of integrity is just one of the 826 reasons I married you and… might I just say you’re looking really hot right now”, she replied.

OK, she didn’t.

She actually said, “You big softie”

Thing is… if the knitting set had delivered what it had promised and she’d just had second thoughts, there’s no way I’d have given her the money back.

I’m totally in the “you made your bed… now lie in it” camp.

(Don’t get me started on the “making your bed” thing”)

“If you’d changed your mind, there’s no way I’d be doing this… you’d be £2 down, but I don’t think it’s fair you should lose out because of something that wasn’t your fault.”

^^^ That’s what I told her when I gave her £2.

Yeah, I’m a big softie and yeah, she probably would learn a more powerful lesson if I didn’t put my hand in my pocket, but that’s not the point.

The point is that, when I give someone some money back, I want them to know WHY.

It’s the same with discounts.

Some businesses offer discounts willy and/or nilly.

30% off this month, 50% the next…

You’d need a copy of “Alan Turing’s Guide To Cryptography” to work out a pattern.

(Yep, that’s two!)

Random discounts confuse your customers. End result? They don’t buy because they’re too busy wondering:

“Is a bigger discount coming?”

It’s not that discounts are bad, it’s just that if you’re going to offer a discount…

… give your customer a reason WHY you’re doing it, so they can appreciate it.

“To celebrate our 10 years in business, we’re giving you 10% off everything in our store”

“My father lost his leg to diabetes, so – for this weekend only – you can be just like him and get 50% off. Just use code GANGRENE at checkout”

So by all means offer a discount, but make sure it makes sense.

Have an awesome Monday.


P.S. The second class of “Sent.” – the simple step-by-step system that shows business owners an easy way to write an email that sounds like they wrote it – will be starting on 7th June.

I’m talking about discounts because when I do give you a link…

… I’ll be giving you a special coupon code. Here’s why:

You’re on my email list. You chose to be here and you took action.

That means a lot to me, and I’ll always reward you for it.

That’s why – as a member of my “email club” – you’ll always be the first to know about new offers and get access to exclusive discounts.

More soon…